Mobile adspend to surge

22 December 2010

GOTHENBURG: Mobile advertising expenditure is set to record substantial growth during the next five years, a worldwide forecast has predicted.

Research firm Berg Insight estimated mobile ad revenues could climb by 41% annually over this period, surging from €1.7bn ($2.2bn; £1.4bn) in 2009 to €13.5bn in 2015.

By the latter date, this emerging medium should take 15.7% of global digital returns, or 3.4% of total adspend, according to the company.

"Handsets are extremely personal devices which people tend to always have within reach and most often switched on. This enables marketing opportunities which other channels lack," said Rickard Andersson, telecoms analyst at Berg Insight.

"Brands do however have to establish mobile strategies in order to spend wisely and capitalise on the potential the channel brings."

More broadly, Berg Insight believes a "convergence" between traditional web and mobile advertising is likely to characterise the new media space.

Organisations capable of serving both audiences - such as Google, Yahoo and Microsoft - are all well-placed, while Apple's App Store also gives it a considerable competitive advantage.

Data sourced from Berg Insight; additional content by Warc staff